T HE S CHO OL OF BUSINE S S

Digital Marketing

NANODEGREE SYLLABUS
 Overview

Digital Marketing Nanodegree Program

Embark on your digital marketing journey

with the first two core courses to define Program Information
your business’s value proposition, marketing
objectives and KPIs, target personas and TIME
customer journey, marketing channels, 3 months
and content strategy. You will also have Study 10 hours/week
an opportunity to build more data-driven
marketing insights about your customers LEVEL
and digital presence using Google Analytics Foundational
and reimagine the future of your marketing
capabilities by exploring newly emerging
PREREQUISITES
marketing technologies, what they can offer,
No experience required
and how you can adapt to the ever-changing
landscape of digital marketing.
HARDWARE/SOF T WARE
Then, build hands-on campaign skills with REQUIRED
• A Google account
one of our five optional/elective courses in
• Bing Webmaster Tools
marketing channels—creating marketing OR Google Site Manager
content, amplifying your message through • Google Site Explorer or
social media, making content discoverable AHRefs
in search, and running campaigns on a few • Screaming Frog
• SERanking
major marketing platforms such as Facebook
• Google Ads Account
Ads and Google Ads. • Spreadsheet
• Presentation tool

LEARN MORE ABOUT THIS

NANODEGREE
Contact us at
enterpriseNDs@udacity.com.

2 THE SCHOOL OF BUSINESS

Our Classroom Experience

REAL-WORLD PROJECTS
Learners build new skills through industry-relevant
projects and receive personalized feedback from our
network of 900+ project reviewers. Our simple user
interface makes it easy to submit projects as often as
needed and receive unlimited feedback.

KNOWLEDGE
Answers to most questions can be found with
Knowledge, our proprietary wiki. Learners can search
questions asked by others and discover in real-time
how to solve challenges.

WORKSPACES
Learners can check the output and quality of their
code by testing it on interactive workspaces that are
integrated into the classroom.

QUIZZES
Understanding concepts learned during lessons is
made simple with auto-graded quizzes. Learners can
easily go back and brush up on concepts at anytime
during the course.

CUSTOM STUDY PLANS

Create a custom study plan to suit your personal
needs and use this plan to keep track of your progress
toward your goal.

PROGRESS TRACKER
Personalized milestone reminders help learners stay
on track and focused as they work to complete their
Nanodegree program.

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Learn with the Best
Dawn Raquel Jensen
VP OF C U STOMER EXPERIENC E
Dawn Raquel Jensen merges social
media, marketing, training, and strategy
together as an embedded CMO to
organizations and business owners. She
received her EMBA from the Quantic
School of Business & Technology. Dawn
resides as VP of Customer Experience
& an adjunct professor in social
media for Seminole State College.
Erica Reid
DIGITAL MARKETING MANA G ER
Erica Reid is a digital marketing con-
sultant with a specialization in so-
cial media marketing. She formerly
worked as Digital Marketing manager
for Sysco Foods, Phillips 66, and Shell
Oil Company, where she led content
development and brand strategy for
various platforms. Erica has a MA in
Digital Communication from NYU.
4 THE SCHOOL OF BUSINESS
Benjamin Kepner
CEO
Benjamin is a CEO of Global Social
Media Marketing, Udacity instructor,
Google For Education Certified
Trainer, and Digital Workshop Center
Google Ads & Google Analytics
instructor. Benjamin holds a B.B.A
Marketing, International Business
from the University of Georgia and
50 digital marketing certifications.
Matt Bailey
FO U ND ER & L EAD
TRAI NER, S I TEL O G I C
Matt Bailey is Founder and Lead Trainer
at SiteLogic, and teaches Digital Market-
ing to the world’s biggest brands and
most recognized universities. With over
25 years in digital marketing and a Mas-
ter of Education in Instructional Design,
he is known for his dynamic training
style and ability to simplify complexity.
 Liana Gross Furini
PERFORMANC E
MARKETING MANA G ER
Liana Gross Furini is a digital marketing
specialist, with 10+ years of experience.
She is well versed in all types of paid
media, and more recently have been
focusing her career on paid social and
paid search. Liana holds a Bachelor’s
Degree in Advertising and a Master’s
Degree in Social Communications.
John Triggs
P RO D U CT L EAD ER
John Triggs is a product leader who
helps businesses connect with
customers through digital marketing
technology. He has led teams at
Amazon, Capital One, and comScore.
He has also helped clients achieve
marketing goals through digital
automation, personalization and
insights. He has a Duke MBA and a
UVA Systems Engineering degree.

Jen Crompton
DIGITA L MA RKETER A ND
PR PROFESSIONAL

Jen Crompton is a digital marketer,

writer, and PR professional that
has worked with companies of
every size across most industries.
She formerly served as an adjunct
at Philadelphia University and a
mentor for Count Me In for Women’s
Economic Independence. Jen
earned her degrees from Ursinus
College and Rowan University.

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 1: Marketing Fundamentals

Building a digital marketing strategy is a journey—let us be your guide. In this course, we offer a framework
to help you define your business’s value proposition and branding and map out your customer journey,
content strategy, and channels to achieve your business goals.

Project Get Ready to Market

In this project, you’ll strategize marketing plans for your own company or a sandbox company (Magnolia
Coffee Company) we’ve provided. You’ll summarize the business model of the company, articulate the
marketing objective, and develop a target persona for the product you choose to market. Based on your
framework, you will map out the stages and touchpoints of your customer journey and plan different types
of content and channels at each stage.

6 THE SCHOOL OF BUSINESS

Nanodegree Program Overview

LESSON TITLE LEARNING OUTCOMES

INTRODUCTION
TO DIGITAL • Become familiar with Udacity’s digital marketing framework and how each part
MARKETING works together for your marketing strategy
FRAMEWORK

• Identify the business you market and their core components

YOUR BUSINESS
• Explain how a business’ value proposition is a key starting point for marketers
VALUE
• Align the marketing strategy with the company branding strategy

• Build customer empathy maps and target personas

YOUR CUSTOMER • Build your customer journey in five stages
• Map out the key touchpoints and stages of your customer journey

• Explain how different types of channels affect your marketing strategy

MARKETING • Recognize that your choice of marketing channels depends on your customer
CHANNELS journey
• Identify the most relevant marketing channels to suit your customer journey

MARKETING
• Describe the role of marketing objectives, KPIs, and metrics
OBJECTIVES AND
• Identify relevant KPIs given marketing objectives
PERFORMANCE

• Plan your marketing content by understanding your customer personas and

classifying three types of content to serve them
• Create and manage your content using creative storytelling and curation
PLAN YOUR strategies
CONTENT
• Develop execution plans to distribute, promote, and monitor your content by
creating a content calendar
• Identify the ideal type of landing pages or website structure to host your content

WORKING
• Identify the key skills and experiences required to become a digital marketer or
IN DIGITAL
work for digital marketing projects
MARKETING ROLES

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 2: Marketing Data and Technology

Measurability and data makes digital marketing powerful and rapidly expand everyday. Digital marketing
can be tracked, and so can affect your business goals and marketing efforts. In this course, you’ll learn
the value of marketing data and trending technologies and how popular marketing analytics tools, like
as Google Analytics, can help you understand your audience, measure the success of your acquisition,
understand engagement efforts, evaluate your user’s conversions to your goals.

Using Data and Technology To Create

Project
Successful Digital Marketing Strategies

In this project, you’ll explore marketing data to build data-driven insights for your marketing plans. Using
data and Google Analytics, you’ll answer questions and derive key insights about audience, behavior,
and conversions from existing marketing efforts. You’ll also identify key areas of focus or change for your
marketing plans.

LESSON TITLE LEARNING OUTCOMES

MARKETING DATA • Define the value of marketing data that can shape your business strategies
FOR YOUR BUSINESS • Utilize the key metrics that can answer your marketing questions

A/B TESTING AND

• Identify how to track and collect relevant data for your marketing campaigns
ATTRIBUTION
• Define the most common testing method and analytics models in marketing
MODELS

• Set up a Google Analytics account and navigate the basic features and
GOOGLE ANALYTICS principles of Google Analytics
(PART 1) - GETTING • Analyze meaningful characteristics or patterns about an audience by
STARTED & AUDIENCE understanding their profile and demographics and user trends in Google
Analytics

8 THE SCHOOL OF BUSINESS

Nanodegree Program Overview

LESSON TITLE LEARNING OUTCOMES

• Identify the most effective marketing channels for acquisition plans by

reviewing Acquisition Reports by channel
GOOGLE
ANALYTICS (PART
• Analyze user behaviors by understanding the common metrics and their
definitions in Google Analytics and reviewing popular and engaging content
2) - ACQUISITION,
BEHAVIORS, AND
• Evaluate user behaviors in landing pages and websites in relation to
acquisition channels and exit points
CONVERSION
TRACKING • Identify the most effective conversion funnels to achieve a goal by using
Google Analytics eCommerce Reports and evaluating the effectiveness of
multiple channels in a conversion

• Review the big picture of marketing technologies in the market to keep

MARKETING apprised of the ever-changing marketing landscape
TECHNOLOGY AND • Identify the most effective marketing technology platforms or tools that can
ECOMMERCE help you achieve your business goals
• Develop plans to build eCommerce capabilities for your marketing strategies

• Identify newly emerging marketing trends and technologies that can evolve
THE FUTURE OF your marketing strategies
DIGITAL MARKETING • Apply agile marketing principles to adapt your marketing strategies to the
ever-changing landscape of digital marketing

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 3 (Elective): Social Media Marketing

Social media has become one of the most powerful marketing tools available. In this course, you’ll learn
more about the differences between the main social media platforms, the importance of planning, how
to manage your social media presence, how to build community, leveraging organic and paid to advertise,
creating effective content for multiple platforms, and actually creating 3 campaigns.

Project Marketing Your Content

In this project, you’ll build a real social media campaign strategy for a skincare brand. The project includes
researching and creating an organic advertisement strategy and a paid advertisement strategy as part of
a social media marketing campaign. You’ll be provided with numerous resources that include information
related to business goals and campaign objectives, past campaign performance data, audience personas,
and other information to help you build an effective strategy.

LESSON TITLE LEARNING OUTCOMES

SOCIAL MEDIA
• Explain why it is important to understand the social media landscape
MARKETING
• Plan to map social media channels to your customer needs and journey
FUNDAMENTALS

• Identify the most effective content type and format for a social media
platform
ORGANIC SOCIAL
• Implement your campaigns using appropriate tools to manage your
MEDIA CAMPAIGNS
community and monitor the performance
• Identify the key metrics to measure the impact of social media campaigns

• Explain basic elements of social media advertising and its pricing models
PAID SOCIAL MEDIA
CAMPAIGNS
• Identify the most effective social advertising platforms for your marketing
objectives

10 THE SCHOOL OF BUSINESS

Nanodegree Program Overview

LESSON TITLE LEARNING OUTCOMES

• Set up your advertising account at Facebook

INTRODUCTION TO
FACEBOOK-META ADS
• Build a target audience using demographics, interests, and behaviors to
identify custom and lookalike audience

CREATING AND
MANAGING AD • Develop plans for ad placements, budget, and schedule to create your ad
CAMPAIGNS IN • Evaluate your ads by reviewing the ad performance and setting up A/B tests
FACEBOOK-META

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 4 (Elective): Search Engine Optimization

(SEO) Essentials
Search engines are an essential part of the online experience. Learn how websites are optimized in search
engine results including link-building, keywords, and UX design, and conduct a search engine optimization
audit in which you’ll offer recommendations for optimizing a website.

Project Conduct an SEO Audit

In this project, you’ll evaluate a website audit and recommend actions to optimize its ranking in search
engine results. You’ll also analyze competitors’ websites and offer, in ranked order, strategies for search
engine optimization.

LESSON TITLE LEARNING OUTCOMES

• Explain why SEO is important for your marketing efforts to drive traffic from
INTRO TO SEO the search engine
• Identify where in the customer journey SEO can be most effective

• Build your keyword list and evaluate the list with the keywords that have high
KEYWORDS
volume, low difficulty, and high opportunity

ON-SITE SEO:
• Evaluate how SEO utilizes the site structure to enhance the visibility of your
OPTIMIZE UX &
websites on search engines
DESIGN

• Define and use types of links and methods of link building to build impact
LINK BUILDING
• Use link-building tools for competitive research and link analysis

SEO AUDIT AND THE • Determine and compare audit priorities

FUTURE OF SEO • Develop recommendations based on audit findings

12 THE SCHOOL OF BUSINESS

Nanodegree Program Overview

Course 5 (Elective): Search Engine Marketing (SEM)

Optimizing visibility in search engine results is an essential part of digital marketing. Reinforcing findability
through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this
course, you’ll learn how to create, execute, and optimize an effective ad campaign using Google Ads.

Project Evaluate a Google Ads Campaign

In this project, you’ll be building and evaluating the performance of a Google Ads search campaign. For
the first part of the project, you’ll create your campaign from identifying the product and/or brand and
working all the way to the KPIs. For the second half of the project, you’ll evaluate an existing campaign and
provide optimization suggestions based on the provided data.

LESSON TITLE LEARNING OUTCOMES

• Build the structure of your Ad Groups based on marketing objectives,

INTRO TO SEM
customer segments, and keyword searches

KEYWORDS • Develop Keyword lists with both short-tail and long-tail keywords

• Engage searchers by strategically developing the four components of dynamic

ADS
and text ads and selecting appropriate ad extensions for your market

AD RANK AND • Explore the relationship between Ad Rank and CPC Bid, and budget for your
MAXIMUM CPC BID Maximum CPC Bid

• Develop Key Performance Indicators

METRICS AND • Evaluate the key metrics and run A/B tests to optimize SEM
OPTIMIZATION • Optimize your keywords by identifying specific keywords and using match
types and negative keywords

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 6 (Elective): Digital Advertising

Display advertising was the first form of advertising on the web. It’s still a powerful marketing tool,
strengthened by new platforms like mobile, new video opportunities, and enhanced targeting. In this
course, you’ll learn how display advertising works, how it is bought and sold (including in a programmatic
environment), how to set up a display/video advertising campaign using Google Ads, and strategies for
effectively reaching audiences across multiple channels.

Project Plan a Multichannel Ad Campaign

In this project, you will develop a plan to effectively run a multichannel shopping campaign, featuring
display, shopping, and YouTube video ads. You will first measure the effectiveness of previous advertising
campaigns and recommend ad optimizations based on these results. You will then evaluate multichannel
test results to determine whether these recommendations will achieve your marketing objective. Using the
previous results, you will plan your next multichannel campaign and provide recommendations to further
optimize your display and YouTube video ads.

LESSON TITLE LEARNING OUTCOMES

• Identify the key players, ad types, and benefits for digital advertising
AUDIENCE
• Describe the flow of an ad and advertising dollars from an advertiser to a
publisher in an ad marketplace
FUNDAMENTALS
• Explain the methods and challenges when collecting and targeting audiences
using first and third party user data

• Select the right display and native ad formats to engage audiences across web
and mobile app channels
MULTICHANNEL • Select the right video and emerging ad formats to engage audiences across
FORMATS streaming channels
• Explain the value of using responsive display ads and testing to drive return on
ad spend for retail ads

14 THE SCHOOL OF BUSINESS

Nanodegree Program Overview

LESSON TITLE LEARNING OUTCOMES

• Select the right metrics and audience targeting options for your programmatic
ad buy along the customer journey
PROGRAMMATIC • Explain the different metrics for brand and performance ads to measure results
TECHNOLOGY across the customer journey
• Differentiate the methods and pricing models used to buy display ad inventory
programmatically

• Set your bid, budget, and testing strategy based on your advertising goal
CAMPAIGN
• Select the right targeting tactics to reach audiences on the Google Display
Network and YouTube
PLANNING
• Select the right video ad formats and specs to engage audiences on YouTube and
its video partners

• Manage your account and control your campaigns through Google Ads’ self-serve
platform
CAMPAIGN
• Create display & video campaigns and measure the results using Google Ads
MANAGEMENT
• Optimize your campaigns through recommendations, automation, experiments,
and ad groups using Google Ads

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

 Nanodegree Program Overview

Course 7 (Elective): Email Marketing

Email is an effective marketing channel, especially at the conversion and retention stage of the customer
journey. In this course, you’ll learn how to create an email marketing strategy, create and execute email
campaigns, and measure the results.

Project Market With Email

In this project, you will plan and prepare an email marketing campaign for a Sandbox product (Company
A or B) or for your company’s product/service. You will write an email and evaluate the results of an email
campaign.

LESSON TITLE LEARNING OUTCOMES

• Design effective and secure contact forms by understanding the opt-in

EMAIL LIST
process and legal requirements in email advertising
GENERATION
• Build your subscriber list for your emails with contact forms using MailChimp

CREATE AN EFFECTIVE • Draft clear, concise, and compliant copy for each email element
EMAIL CAMPAIGN • Create an email using MailChimp

CREATE AN EMAIL • Create an email plan by understanding different types of email campaigns and
PLAN building an email calendar

• Analyze the results of your email campaign using the key metrics such as open
rate and conversion rate
MEASURE RESULTS
• Use A/B testing and segmentation to improve your content and better target
specific subscribers

16 THE SCHOOL OF BUSINESS

Our Nanodegree Programs Include:
Pre-Assessments
Our in-depth workforce assessments
identify your team’s current level of
knowledge in key areas. Results are used to
generate custom learning paths designed
to equip your workforce with the most
applicable skill sets.
Industry Validation & Reviews
Learners’ progress and subject knowledge
is tested and validated by industry experts
and leaders from our advisory board. These
in-depth reviews ensure your teams have
achieved competency.
Learn More at WWW.UDACITY.COM/ENTERPRISE
Dashboard & Progress Reports
Our interactive dashboard (enterprise
management console) allows administrators
to manage employee onboarding, track
course progress, perform bulk enrollments
and more.
Real World Hands-on Projects
Through a series of rigorous, real-world
projects, your employees learn and
apply new techniques, analyze results,
and produce actionable insights. Project
portfolios demonstrate learners’ growing
proficiency and subject mastery.
DIGITAL MARKETING
Our Review Process

Real-life Reviewers for Real-life Projects Vaibhav

Real-world projects are at the core of our Nanodegree programs UDACITY LEARNER
because hands-on learning is the best way to master a new skill.
Receiving relevant feedback from an industry expert is a critical part
of that learning process, and infinitely more useful than that from “I never felt overwhelmed while pursuing the
Nanodegree program due to the valuable support
peers or automated grading systems. Udacity has a network of over
of the reviewers, and now I am more confident in
900 experienced project reviewers who provide personalized and
converting my ideas to reality.”
timely feedback to help all learners succeed.
now at
All Learners Benefit From: CODING VISIONS INFOTECH

Line-by-line feedback Industry tips and Advice on additional Unlimited submissions

for coding projects best practices resources to research and feedback loops

• Go through the lessons and work on the projects that follow

How it Works
• Get help from your technical mentor, if needed
Real-world projects are
• Submit your project work
integrated within the
• Receive personalized feedback from the reviewer
classroom experience,
making for a seamless • If the submission is not satisfactory, resubmit your project
review process flow. • Continue submitting and receiving feedback from the reviewer
until you successfully complete your project

About our Project Reviewers

Our expert project reviewers are evaluated against the highest standards and graded based on learners’ progress.
Here’s how they measure up to ensure your success.

900+ 1.8M 3 4.85

Expert Project
Reviewers
Are hand-picked
to provide detailed
feedback on your
project submissions.
Projects Reviewed
Our reviewers have
extensive experience
in guiding learners
through their course
projects.
/5
Hours Average Average Reviewer
Turnaround Rating
You can resubmit your Our learners love the
project on the same quality of the feedback
day for additional they receive from our
feedback. experienced reviewers.

Learn More at WWW.UDACITY.COM/ENTERPRISE DIGITAL MARKETING

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Udacity Enterprise Syllabus Digital Marketing May 2022